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Steve Humphries

Steve Humphries Founder & CEO of AutomotiveOnly.com

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Traditional Direct Mail vs. Digital Direct Mail

 

 

Direct mail can be one of the most effective marketing tools available.  Executed properly, direct mail can make the phone ring and create website and showroom traffic.  The problem with traditional direct mail been the inability to accurately quantify the results (response rate) and capture leads.   

Due to advances in technology and specifically QR development we saw this as an opportunity to transform various forms of traditional media into digital media.   As a result we have successfully merged our QR technology with traditional marketing platforms in many areas including traditional mail, creating Digital Direct Mail or SmartQRmail™/QaR Mail™ products.  With this product, a client for the first time client can see how many people actually engage with a direct mail piece (from the mailbox to the kitchen table) and are able to capture consumer data real-time prior to the consumer picking up the phone or visiting the dealer.

Our QarMail has the standard traditional features that include SMS Text, PURL and 800#.  Plus the traditional hooks, “Bring In Your Lucky Number To Win”, “Get Your Raffle Tickets for a Tuesday Night Big Screen Drawing”, “Get A $25 Visa Gift Card For A Test Drive”, etc.

We have enhanced the standard mail with Digital Direct Mail process.  We place a QR Code on each piece of mail with a call strong call to action to scan the code (“Scan To Win a New F-150 or $30,000 in Cash, Plus Pre-Qualify For Credit Instantly”, etc.   Once the consumer scans he/she is prompted to log on using FaceBook or provide their email address.  This allows our back-end analytics system to capture the consumer’s data real-time in a digital dashboard.   The Client can then communicate directly with the customer via text, phone or email immediately (the data is also instantly pushed to the dealers CRM).   Depending on the campaign, the customer is instantly engaged in a compelling video and/or a custom micro-site.  Plus there are additional elements provided to further engage the consumer and create a positive user experience, which is a key feature of DDM.

With the incredible increase in QR Code usage around the world digital direct mail will only continue to yield high response rates (we are experiencing response rates in excess of 10% with our SmartQRmail™/QaR Mail™).   Here are a few important quick QR Code usage facts from a new Pitney Bowes Study:

  • From June 2011 to June 2013 QR scanning grew 400%. 
  • In 2011 only about 8% of businesses used QR Codes in marketing - in 2012 that increased to nearly 50%.  
  • 60% of consumers scan QR Codes from home - which is coming from magazines and direct mail.
  • 36% of consumers that scan make in excess of $100,000 a year

For those reasons alone, digital direct mail will be a huge part of marketing campaign moving forward for virtually any business segment.  And the cost of DDM is in many cases the same or less that you would pay for traditional mail.  For more information on how SmartQRmail™/QaR Mail™ can work for you, please don’t hesitate to contact me.

 

 

 


 

 

Earl Brown
would love to see some examples if you want to email me, we have used barcodes and purls for a couple years to get a gage on response (and have quite accurate numbers from hundreds of events in the last couple years). Have heard tough statistics for the QR code (many think it is defunct) however...google glass implemented QR in a huge way and that is the next generation of technology so perhaps there is something to it after all

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